The best trade show results are decided before the doors open. Teams that arrive with a target list and booked meetings get far more from the same show than teams who walk the floor hoping for luck. Here's a practical six-week plan.

Weeks 6–5: build the exhibitor list

Get the complete list of exhibitors with booth numbers and halls from the exhibitor directory, interactive floor plan or PDF hall plan. Save it somewhere your whole team can work on it, not a personal spreadsheet.

Week 4: prioritise

Not every exhibitor is a prospect. Score them so your time goes where it counts.

  • Fit: industry, country and company size that match your best customers
  • Signal: big stands and returning exhibitors usually have budget
  • Status: skip existing customers and mark key accounts

Week 3: find the decision-makers

For each target, find two or three people in the roles you sell to, often marketing, events, sales or operations. Keep them linked to the company and the show so the context stays with the contact.

Weeks 2–1: book meetings

Reach out with a short, specific message: you'll be at the show, you know their booth number, and you have one clear reason to talk. Offer two time slots. Follow up once. Put confirmed meetings in your calendar with the hall and booth.

Show days: walk the floor with a plan

Sort your remaining targets by hall so you can visit them in order. Log each conversation on your phone as it happens (who you met, what they need, the next step) while it's still fresh.

The week after: follow up

Follow up within two working days, while your conversation is still remembered. Turn promising conversations into deals linked to the show, so you can see what each event produced.